A source tells us that Jason Kelly has sold Sociomantic to Dunnhumby, a subsidiary of Tesco. The price, we’re told, is between $175 million and $200 million. We corresponded with a second industry source who confirmed the news.

A note of caution about this story: We heard this information from two industry sources who are not Dunnhumby or Sociomantic employees. Also, the deal isn’t final yet, and things sometimes fall apart. Our source says the news will break as early as this week.